Nectar launches MP3-based digital music store
In the UK, the popular Nectar coalition loyalty programme has launched the Nectar Digital Music Store, offering programme members the ability to download more than one million tracks from publishers such as EMI, Sony BMG, Warner Music, and The Orchard.
The music shop is being provided by a partnership with Hip Digital Media, and provides MP3 format music downloads that are compatible with almost any digital music player.
Buying music with points Nectar cardholders will be able to purchase bundles of song credits with their Nectar points.
The programme's operator, Loyalty Management Group (part of Groupe Aeroplan), says that the coming weeks will also see the announcement of a major artist's experiential campaign that will offer unique access and ongoing opportunities created just for Nectar points collectors.
Launch campaign The launch of Nectar Music Store will be supported by a marketing campaign including a custom-branded web site (accessible through the Nectar homepage), e-marketing, direct mail, point of sale promotions throughout numerous partner locations, as well as a public relations campaign.
John Sheekey, marketing director for Nectar, explained: "By providing digital rights management (DRM) free downloads that are compatible with any music player, we aim to give our members greater choice and flexibility."
Hip Digital Media is the agency behind the Aeroplan Music Store, which launched in Canada in December 2007. According to Mark Holden, president and CEO for Hip Digital Media, "Through relationships with content providers, we are able to closely with our partners and continue to develop new channels for marketing, promoting, and selling music."